What's really going on

You've got two sales motions under one roof: software (probably longer cycle, demos, procurement) and imaging hardware (bigger ticket, site visits, finance). Eighty open prospects across 14 people means deals are being double-touched, forgotten, or dropped between the software rep and the imaging rep. The pain isn't lead generation — it's that nobody agrees on whose deal is whose or what was last said. That's exactly what a shared pipeline fixes, nothing fancier.

What to do instead

1. A shared pipeline tool (check current pricing in GBP) — one board, two pipelines (Software, Imaging), every prospect with an owner, a stage, and a last-contact date. That alone kills most of the leakage.
2. A shared inbox rule — every prospect email CC'd or forwarded to the CRM so the other rep can see the last thread before they call. No new tool needed if your email already supports it.
3. A 15-minute Monday stand-up — walk the board, name the oldest untouched deal, decide who moves it. Habit beats software.

First action today: open a blank sheet, list all ~80 prospects in one column, put an owner name and "software / imaging / both" next to each. You'll see the mess in ten minutes and it tells you what to build.

What you're being oversold

If anyone's pitched you Outreach, Salesloft, Apollo or ZoomInfo — walk away. Those are for 20+ person cold-outbound teams blasting sequences; you have warm dental prospects and a small team. Wrong tool, wrong price, wrong problem. Ignore Salesforce too at this size — you'll spend six months configuring what a lighter CRM does in an afternoon. Doing nothing costs you the imaging deals — those are the big-ticket ones, and those are the ones that go cold quietly while someone assumes "the other guy's on it."

When to revisit this

When one rep can't tell you, in 30 seconds, the last thing said to any of those 80 prospects.

The part worth getting right

The real question is whether software and imaging are one pipeline or two. If most prospects buy both (imaging customers who then need practice-management software, or vice versa), you want one record per practice with two deal-lines hanging off it — and that shapes which CRM fits. If they're mostly separate buyers, two clean parallel pipelines is simpler and cheaper. Get this fork wrong and you either migrate in a year or your reps go back to the spreadsheet within a month.